Email Blasts vs. One-on-One Engagement

Small Biz, Big Potential 

Your small business is doing AMAZING things. You’re innovative, generating game-changing ideas, superior products, and better service. Your goal is to GROW into something unique, something BIG. To reach your goal, you need marketing that engages MORE customers. BIGGER customers. BETTER customers. REPEAT, LOYAL customers.

The Problem is…

We live in a sea of distraction. Everything from our inbox to our favorite social media feed is buzzing with people and brands competing for our attention. It’s becoming increasingly difficult to cut through the noise to reach leads and customers. And amid the chaos, your one-size-fits all approach just doesn’t work like it used to.

It’s Time to Get Personal

Your small business probably sends email blasts or monthly newsletters to tell leads and customers about new products, services, and special offers. Connecting with your contacts through email is a great start, but that shouldn’t be where your relationship-building stops. If you want leads and customers to stop in their tracks and engage with you, you need to appeal to their personal agenda. When you give your customers value and nurture the relationship through one-on-one communication trust is built, problem are solved and sales increase.

You ready to ditch the Blast to Everybody mentality for One-on-One Engagement?

It’s all about reaching the right person, with the right message, at the right time. When content and timing align, small businesses like yours can reach multitudes of prospects on a personal level. And if you can consistently reach out with a personalized touch, trust in your brand will grow exponentially. Customers and prospects will become more engaged, and you’ll become the go-to brand when it’s time to buy.

The Right Person

Imagine you’re giving a speech to a room full of 500 people. How do you engage each person in the room?

If you ask a public speaking expert, they’ll likely tell you to imagine you are having a conversation with a single person. Then, they’d suggest you make eye contact with just a handful of people in the room. By taking your communication to a personal level, every person in the room feels like you’re speaking right to them.

The same is true for email communication. Your list may have 100, 1000, or 100,000 contacts. Instead of trying to address them all, lock your sight on two or three types of people on your list.

For example, if you’re an architectural  firm, your leads might be general contractors, engineers, or business owners. Segment your list by these types of leads to address them in a personalized way. When your message feels like it’s meant for a single person, everyone feels like you’re reaching out just to them.

Right Content

Building unique, valuable content for your email communication helps leads and customers solve their greatest challenges, building trust and loyalty in your brand.

Content (kän ́tent ́) n. Valuable pieces of information or entertainment that educates prospects and customers and attracts leads to your site and your store.

Developing content sounds like a lot of work, right? But it can actually be pretty simple if you think about the biggest challenges your prospects face. It can be as easy as listing the most frequently asked questions you receive. Address those challenges to create value added content that can include any (or all!) of the following:

  1. Blog Posts
  2. Case Studies
  3. Customized newsletters or e-blasts
  4. Personalized follow-up emails
  5. Reports and surveys
  6. White papers, guides and ebooks
  7. Social media posts
  8. Videos
  9. Webinars

The Right Time

Everyone is at a different stage of the buying journey (Just Looking, Shopping, Buying). Consider this: Stats show that on average, 50% of your leads are qualified, but just not ready to buy.*

Say you’re into urban farming and have a backyard chicken coop. You wouldn’t just start cracking eggs and expect baby chicks to come out. Nope, you’d nurture each one until it was ready to hatch.

Your leads are the same way. Some are ready to buy today. Many will be ready to buy down the road. The question is, will your brand be top-of-mind when it’s time for them to make that purchase? It will be if you have carefully nurtured your relationship with them along the way.

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